Similarity analysis of cognitive scripts
R. A. Lakshmi-Ratan, Easwar Iyer
Journal of the Academy of Marketing Science · 1988 · Volume 16 · Issue 2
Abstract
Cognitive scientists have proposed the construct of abstract knowledge structures broadly termed as schemata. Cognitive scripts are one form of memory structure that evolve over multiple exposure to the same set of stimuli and/or repeated enactment of a particular behavior. Consumer researchers have been quick to borrow this construct in their research and there is a growing body of literature pertaining to scripts. However, problem related to measuring the construct and subsequently analyzing one type of script data, i.e. nominal categories, for one specific purpose, i.e., computing indices of similarity between scripts. A model of proximity between scripts and a dynamic optimization procedure for evaluating this proximity are presented and the procedure is demonstrated through an illustrative example.
Keywords
Consumer Research, Elementary Operation, Grocery Shopping, Movie Theater, Script Theory
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